WWAV Rapp Collins designs application forms for Lloyds TSB

Lloyds TSB is looking to make loan applications appear as simple as possible with a new mailing produced by WWAV Rapp Collins.

The banking giant is hoping this straightforward approach will give it a competitive edge in an increasingly crowded market, with loans now being provided by companies as disparate as the AA, Marks & Spencer and Tesco, as well as banks, credit card issuers, building societies and specialist loan companies.

The mailing, which will be sent to more than 250,000 existing Lloyds TSB current account holders, resembles the front of a map and is entitled "A-B - Know where you're going with Lloyds TSB".

When the mailing is opened it reveals an application form, covering letter and repayment tables in the form of a mock pull-out map.

WWAV Rapp Collins' head of creative, Ian Haworth, said: "It will, I believe, create stand-out in the fiercely competitive financial services arena."

The mailing was written by Susan Young and art directed by Lynne Casey.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).